Customized marketing automation platform – conversion optimization using On-Site activities and Web Push

What are push notifications?

Web push notifications are a new e-marketing tool with record-breaking effectiveness. What is a web push notification from a user’s point of view and how do recipients perceive them? How to exploit the web push potential to its limits? Notifications are now a necessary element of customer communications!

Web push notifications from a subscriber’s point of view

Innovative push notifications are a phenomenon that most of us have already experienced after opting in to receive them. Brief and hence recipient-friendly communications are marked with a high click through rate. Web push notifications are displayed on a computer screen of website users, also after leaving the page.

These are small windows containing a short and concise text and graphics typical of web push. Notifications can be frequently seen in a right bottom corner of the screen. These small rectangular windows also include a link redirecting an addressee to a specific website. Push notifications are received by anyone who visits a given website and has opted in for that in a special window.

From the point of view of subscriber, i.e. recipient, a web push notification is much more attractive than traditional newsletters. This is not only about a fresh effect. We are much more eager to click push notifications that appear on our screens. The concise form of push notification is a minimally invasive form of advertising for an average user. A well-worded message is really intriguing.

Web push notifications from a platform user’s point of view

Web push notification companies are more and more aware of the power of this communication channel. Around 12% of website visitors opt in to subscribe. Moreover, push notifications distinguish themselves by a very high conversion rate – with a CTR exceeding 20%. Owing to the above, web push notifications outdistance other forms of online advertising in terms of effectiveness.

They are successfully used by the e-commerce industry, but not only. Push notifications are the only form of online adverts allowing for real-time communication with subscribers. Online stores eagerly use the possibility of automatic notification sending to customers who have abandoned a shopping cart.

It is relatively easy to obtain consent from potential recipients to receive our web push notifications – it’s enough to have them confirm opting in with a single click. A web push notification is a tool that doesn’t collect any data regarding users, not even their email addresses. Moreover, push notifications are handled by virtually all popular online browsers used on personal computers. Even after having cleared cookies, a web push notification will be delivered to a subscriber.

Notifications work successfully not only in customer communications, but also in after-sales. In general, a push notification can redirect a user to any website or landing page. The message doesn’t reach customers with delay, as is true for emails.

Web push – huge potential notifications

In order to start sending web push notifications, it is enough to use the offering of one of service providers. Then we have access, e.g. to notification creator which is simple and intuitive to use. Owing to this tool we create a subscription banner, encouraging to receive web push notifications.

Analytical tools play an important role as well. Owing to them push notifications also allow for gathering information on buying habits of our subscribers. It is also worth analysing effectiveness of the very campaign using web push notifications and keep on improving messages – among others by means of A/B testing.